E-Commerce Personal Care Products Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| CAGR | 6.74 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
| Market Concentration | Low |
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*Disclaimer: Major Players sorted in no particular order |
E-Commerce Personal Care Products Market Analysis
The e-commerce personal care products market was valued at USD 69.61 billion for the current year and is expected to register a CAGR of 6.74% over the next five years.
- The emergence of evolving technologies, such as smartphones, personal computers, the internet, e-commerce, social media, communication strategies, and marketing campaigns, have changed the landscape of the global e-commerce personal care products market. The players operating in the market have been using influencer marketing on social media to influence customers and encourage advertisers and marketing practitioners to shift their brand conversations in the digital space.
- For instance, according to We Are Social; Hootsuite, the total number of active social media users was 106 million in January 2023 in Russia. Social media has become an increasingly important platform for brands to showcase their products. Social media posts can reach a wide range of potential customers across the country and generate buzz, particularly in the beauty and personal care industry. Leading brands such as L'Oréal, Unilever, and Estée Lauder, among others, have been turning to Facebook, Instagram, and YouTube to promote product launches and engage their consumers with tutorials and promotional campaigns.
- Additionally, the increasing awareness of customers about their appearance is one of the major reasons driving market expansion. Millennials increasingly use personal care products such as skin care, body care, and hair care as part of their regular grooming routine. Also, the variety of personal care items available on e-commerce platforms includes both well-known brands and up-and-coming niche firms. The variety of options available to consumers enables them to find better products that meet their unique needs and preference.
- Also, diverse brands are developing a robust online presence focusing on selling to customers directly. Companies have learned the importance of investing in effective brand website operations to engage with customers. Brands prioritize providing customers with a superior online purchasing experience. Shoppers are aware of the potential deals on various channels and prefer to shop accordingly.
- Consumers are more likely to discover new brands or products via advertisements and updates on brands' social media pages on platforms including Facebook and Twitter. For instance, in February 2022, Snapchat, a multi-media instant messaging platform, recently unveiled an augmented reality (AR) shoppable filter for MAC Cosmetics and UltaBeauty. Consumers of shoppable AR lenses can swap between virtual makeup styles using a variety of different products and brands that are linked directly to a company's product catalogs. Snapchat's augmented reality targets both consumers' and companies (AR) purchasing experience.
E-Commerce Personal Care Products Market Trends
Growing Influence Of Social Media And Impact Of Digital Technology On The Market
- The emergence of evolving technologies, such as smartphones, personal computers, the Internet, e-commerce, social media, communication strategies, and marketing campaigns, have changed the landscape of the personal care products market. The players operating in the market have been using influencer marketing on social media to influence customers and encourage advertisers and marketing practitioners to shift their brand conversations in the digital space.
- Social media has become an increasingly important platform for brands to showcase their products. Social media posts can reach a wide range of potential customers across the country and generate buzz, particularly in the beauty and personal care industry. Leading brands such as L'Oréal, Unilever, and Estée Lauder, among others, have been turning to Facebook, Instagram, and YouTube to promote product launches and engage their consumers with tutorials and promotional campaigns.
- Additionally, the e-commerce industry has witnessed tremendous growth in Mexico in the past three years, taking the lion's chunk, with the 18-45 age group continuously engaged in shopping and contributing to the growth. According to the International Trade Administration (ITA), the percentage of the population of e-commerce users in Mexico has increased from 37.1 million users in 2017 to 57.5 million users in 2021, which can be considered a trend that supports the growth of e-commerce. Availability of a wide range of products, coupled with discounted prices offered compared to other distribution channels, is expected to drive e-commerce sales growth in Mexico.
- Also, social media platforms have helped expand the reach of smaller companies or start-up brands which lack large marketing budgets or, in some cases, even an offline presence. These brands have also been focused on sharing their narrative and ideology, along with a detailed description of the ingredients used in their products and their sources, with potential consumers to create a sense of transparency and awareness, which in turn helps attract a larger consumer base.
- Consumers are more likely to discover new brands or products via advertisements and updates on brands' social media pages on platforms including Facebook and Twitter. Furthermore, personal care product consumers tend to consider product reviews and other consumers' opinions in the form of recommendations, comments on social media, posts from expert bloggers, or celebrity endorsements before making their purchase decision.
Asia-Pacific Emerges as the Fastest-Growing Region
- In the Asia-Pacific region, countries like China, India, Japan, Indonesia, and Vietnam present considerable growth opportunities for the market players, primarily due to the growing millennial population and increased use of e-commerce platforms for beauty and personal care shopping. For instance, according to We Are Social, the Internet penetration rate in India went up to nearly 48.7% in 2022.
- Consumers may easily acquire a wide variety of personal care products from different brands and pricing points owing to e-commerce. Customers may research and compare various products from the comfort of their homes via online platforms, read reviews, and make educated purchases. This convenience element has significantly fueled the expansion of e-commerce in the personal care sector.
- The key players in the Asia-Pacific personal care products market are mainly focusing on new product development and expansion. For instance, in January 2023, Eucerin launched its first Asia-exclusive product with the Eucerin Even Radiance range. The company claims that the range is tailored to the strong regional demand for skin-brightening products and the resulting care needs. Alongside moisturizing creams, it includes an eye cream, a sheet mask, and ampules. The Eucerin Even Radiance Range will be accessible in all major pharmacies as well as on e-commerce platforms.
- With the increasing penetration of the Internet, the online channels for the purchase of consumer goods witnessed rapid growth in the last there or four years in India. This category attracted a few specialists, like Nykaa, Purplle, Nnnow, etc., who are utilizing the increasing e-tailing growth and vying for a significant pie in the online personal care product space. Nykaa offers more than 600 brands in both offline and online stores in India. Additionally, to draw in more customers, companies have begun to release products with premium botanical components.
- Moreover, Australian women also spend more money on personal care items. As a result, this is anticipated to have an impact on market growth in the approaching years. For instance, the average Australian woman spends about USD 3,600 a year on beauty and personal care items, according to an online retailer, Catch.com.au Pty Ltd.
E-Commerce Personal Care Products Industry Overview
The Global E-Commerce Personal Care Products Market is highly competitive, with a strong presence of regional and global players in the market, where demand is mostly driven by more adaptation toward skincare routines and consumer awareness about brand know-how.
The most active companies in the market include key players, like Procter & Gamble, Unilever, L'Oréal SA, Colgate-Palmolive Company, and Estée Lauder Inc. L'Oréal SA is one of the most active companies, with numerous brand offerings and a broad range of beauty and skincare products across the region via retail stores and online marketplace. The key players are embarking on merger and acquisition and product innovation as their key strategies to achieve consolidation and optimize offerings.
E-Commerce Personal Care Products Market Leaders
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L'Oréal S.A.
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Colgate-Palmolive Company
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Procter & Gamble Company
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Unilever Plc
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The Estée Lauder Companies Inc.
*Disclaimer: Major Players sorted in no particular order
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E-Commerce Personal Care Products Market News
- April 2023: L'Oréal SA acquired Melbourne-founded Aesop, a luxury cosmetics, shampoo, and body care brand, for USD 2.5 billion. L'Oréal acquisition will help Australian beauty brand Aesop's global expansion.
- February 2023: Mitsui & Co acquired 30% of TBP Importaço e Comércio de Cosméticos, a wholly-owned subsidiary of Kao Corporation in Brazil. The companies have signed a Quota Subscription Agreement under which 70% of the business will be owned by Kao and 30% by Mitsui.
- April 2022: To launch a new electric toothbrush, Colgate partnered with Shopee, one of the leading online shopping platforms in Southeast Asia and Taiwan. The company claims the product has four cleaning modes: squeaky clean, sparkle, gum care, and night spa. This product is only available online in five markets - Singapore, Malaysia, Thailand, Vietnam, and the Philippines.
Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Drivers
- 4.1.1 Growing Influence Of Social Media And Impact Of Digital Technology On The Market
- 4.1.2 Surge In Product Innovation
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4.2 Restraints
- 4.2.1 Burgeoning Of Counterfeit Personal Care Products
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4.3 Industry Attractiveness - Porter's Five Forces Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Consumers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitute Products
- 4.3.5 Degree of Competition
5. MARKET SEGMENTATION
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5.1 Product Type
- 5.1.1 Hair Care
- 5.1.2 Skin Care
- 5.1.3 Oral Care
- 5.1.4 Bath and Shower
- 5.1.5 Deodorants and Antiperspirants
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5.2 Type
- 5.2.1 Conventional
- 5.2.2 Natural/Organic
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5.3 Platform Type
- 5.3.1 Third Party Retailer
- 5.3.2 Company's Own Website
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5.4 Geography
- 5.4.1 North America
- 5.4.1.1 United States
- 5.4.1.2 Canada
- 5.4.1.3 Mexico
- 5.4.1.4 Rest of North America
- 5.4.2 Europe
- 5.4.2.1 Germany
- 5.4.2.2 United Kingdom
- 5.4.2.3 France
- 5.4.2.4 Italy
- 5.4.2.5 Spain
- 5.4.2.6 Russia
- 5.4.2.7 Rest of Europe
- 5.4.3 Asia Pacific
- 5.4.3.1 China
- 5.4.3.2 India
- 5.4.3.3 Japan
- 5.4.3.4 Australia
- 5.4.3.5 Rest of Asia Pacific
- 5.4.4 South America
- 5.4.4.1 Brazil
- 5.4.4.2 Argentina
- 5.4.4.3 Rest of South America
- 5.4.5 Middle East and Africa
- 5.4.5.1 United Arab Emirates
- 5.4.5.2 South Africa
- 5.4.5.3 Rest of Middle East and Africa
6. COMPETITIVE LANDSCAPE
- 6.1 Strategies Adopted by Key Players
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 L'Oréal S.A.
- 6.3.2 Procter & Gamble Company
- 6.3.3 Unilever Plc
- 6.3.4 Colgate-Palmolive Company
- 6.3.5 The Estée Lauder Companies Inc.
- 6.3.6 Natura & Co
- 6.3.7 Johnson & Johnson Services Inc.
- 6.3.8 Beiersdorf AG
- 6.3.9 Shiseido Company Limited
- 6.3.10 Oriflame Cosmetics Global SA
- 6.3.11 Kao Corporation
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
** Subject To AvailablityE-Commerce Personal Care Products Industry Segmentation
Personal care is an art field that addresses the looks and health of one's hair, nails, and skin.
The e-commerce personal care products market is segmented based on product type, type, platform type, and geography; by product type, the market is segmented into hair care, skin care, oral care, bath and shower, and deodorants and antiperspirants. Based on type, the market is segmented into conventional and natural/organic. Based on platform type, it is segmented into third-party retailers and the company's own website. By geography, the market is segmented into North America, Europe, Asia Pacific, South America, and the Middle East and Africa.
For each segment, the market sizing and forecasts have been done on the basis of the value (in USD million).
| Product Type | Hair Care | |
| Skin Care | ||
| Oral Care | ||
| Bath and Shower | ||
| Deodorants and Antiperspirants | ||
| Type | Conventional | |
| Natural/Organic | ||
| Platform Type | Third Party Retailer | |
| Company's Own Website | ||
| Geography | North America | United States |
| Canada | ||
| Mexico | ||
| Rest of North America | ||
| Geography | Europe | Germany |
| United Kingdom | ||
| France | ||
| Italy | ||
| Spain | ||
| Russia | ||
| Rest of Europe | ||
| Geography | Asia Pacific | China |
| India | ||
| Japan | ||
| Australia | ||
| Rest of Asia Pacific | ||
| Geography | South America | Brazil |
| Argentina | ||
| Rest of South America | ||
| Geography | Middle East and Africa | United Arab Emirates |
| South Africa | ||
| Rest of Middle East and Africa |
Frequently Asked Questions
What is the current E-Commerce Personal Care Products Market size?
The E-Commerce Personal Care Products Market is projected to register a CAGR of 6.74% during the forecast period (2024-2029)
Who are the key players in E-Commerce Personal Care Products Market?
L'Oréal S.A., Colgate-Palmolive Company, Procter & Gamble Company, Unilever Plc and The Estée Lauder Companies Inc. are the major companies operating in the E-Commerce Personal Care Products Market.
Which is the fastest growing region in E-Commerce Personal Care Products Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in E-Commerce Personal Care Products Market?
In 2024, the North America accounts for the largest market share in E-Commerce Personal Care Products Market.
What years does this E-Commerce Personal Care Products Market cover?
The report covers the E-Commerce Personal Care Products Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the E-Commerce Personal Care Products Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
E-Commerce Personal Care Products Industry Report
Statistics for the 2024 E-Commerce Personal Care Products market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. E-Commerce Personal Care Products analysis includes a market forecast outlook to for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
